The bespoke CRM system functions as a comprehensive digital resource, allowing information to be stored in one place, accessible to all key stakeholders in the business, from sales and marketing to operations. It also provides transparency to the activity of all sales and account management teams. This allows the company to track the progress and status of any customer or prospect, and therefore greatly assists the successful management of customer expectations.

Part of the technology contributing to the CRM system is the mobile PDA, which enables employees to record all information electronically, automatically updating the main system. This removes the need for the duplication of work and time-consuming data input at the end of each day, which, in turn maximises the time that the sales force and account management team can spend with customers; essentially giving the benefit of a mobile office.

To support the new system, Northgate has rolled out a comprehensive training programme to ensure that Northgate colleagues can effectively use the new tool. To date, 115 staff members have been involved in the training.

Tony Anderson, Northgate’s Commercial Project manager, commented: ‘We’re really pleased with the new system. The training programme has only been going for a month but already we’ve had a great response. Our colleagues seem to be particularly impressed by how user friendly the system is and the way that it will save time in their day-to-day activities. Essentially, the CRM system has streamlined our operations, and the benefits will allow us to offer even better service to our customers.’